Accredify: Building a Workforce Ready for Global Markets

When Accredify spotted major opportunities in Middle Eastern markets for their Verifiable Credentials platform, they needed to move fast. As APAC's leading Verifiable Credentials provider, they knew the region's governments and universities were actively seeking solutions to replace manual, error-prone document verification systems.

The Challenge

Accredify faced a classic international expansion dilemma: significant market opportunity with limited local intelligence. Middle Eastern education and public sectors were exploring blockchain solutions for certificate attestation but legacy systems created complex procurement environments that couldn't be understood from Singapore.

The company needed boots on the ground to discover and nurture opportunities but lacked the local market knowledge to engage effectively. 

Remote market research wasn't sufficient. Accredify needed someone who could combine deep product knowledge with genuine local expertise but developing this capability internally would be costly and time-consuming.

The Solution

Rather than attempting market entry through trial and error, Accredify partnered with Workforce Singapore (WSG) through its Overseas Markets Immersion Programme (OMIP). They deployed one experienced team member to the Middle East, systematically developing international business development capabilities while gathering actionable market intelligence.

During the immersion, the employee gained hands-on exposure to local market entry strategies, partner and client engagement and regional business norms, while gathering insights to refine Accredify’s product positioning and sales messaging.

This approach allowed Accredify to build genuine competitive advantage—not just product knowledge but cultural fluency and relationship-building capabilities that competitors couldn't easily replicate.

The Impact

The programme strengthened both Accredify’s regional expansion strategy and workforce capability:

• Improved Market Readiness: First-hand insights enhanced Accredify’s understanding of customer needs, regulatory considerations and buying behaviours in the Middle East.
• Cultural Intelligence: The programme built cultural fluency that enables confident navigation of local business environments. A sustainable competitive advantage in relationship-driven markets.
• Sharper Go-To-Market Execution: Learnings from the immersion led to the creation of a culturally adapted sales pack, improving pitch effectiveness and enabling local partners to represent Accredify’s solution more confidently.
• Clearer Expansion Strategy: Market insights were systematically transferred to Singapore headquarters, providing management with clear direction on expansion strategy and refined product positioning for international markets.

“OMIP fast-tracked our Middle East expansion by helping us bridge critical product and market knowledge gaps,” said Mr Quah Zheng Wei, Chief Executive Officer and Co-founder of Accredify. “That foundation now allows us to execute with clarity, speed and confidence as we pursue key accounts across the region.”

For Lonza Group, developing a strong pipeline of senior biotechnologists is essential to ensuring knowledge transfer and long-term workforce sustainability. However, gaining hands-on experience in large-scale plant start-up and stabilisation is a challenge that requires structured exposure to global best practices.

To bridge this gap, they leveraged Workforce Singapore’s (WSG) Overseas Markets Immersion Programme (OMIP). Through this programme, three biotechnologists were sent for a six-month immersion in Visp, Switzerland, where they picked up first-hand experience in plant set-up, operational troubleshooting and process optimisation. These are important knowledge they brought back to enhance Lonza’s biopharmaceutical capabilities in Singapore.

One of the biotechnologists, Lim You Ping, who has nearly six years of experience in Current Good Manufacturing Practice (cGMP), relocated to Visp to assist with the set-up and stabilisation of an expanded mammalian manufacturing plant. His responsibilities included assisting with project start-up, implementing biotechnological methods and overseeing key processes, such as equipment cleaning, media and buffer preparation and autoclaving. As part of his attachment, You Ping worked alongside subject matter experts and vendors to tackle technical challenges, thereby gaining practical experience and insights that strengthened his expertise.

While Lonza Biologics has a structured talent development plan in place, OMIP provided essential support in facilitating international exposure, ensuring employees could gain specialised experience and leadership skills that will strengthen Lonza’s technical capabilities and continued growth.

Ms Annie Lim, Head of Human Resources at Lonza Singapore, highlighted the programme’s impact, "OMIP has given our biotechnologists valuable hands-on experience in plant start-up and technology transfer. By exposing them to diverse global environments, we are preparing them for leadership roles, ensuring they bring back expertise to strengthen our teams in Singapore."